Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible

Kristina Auxtova; Daniel Wade  Clarke; Stephanie Schreven

doi:10.4337/9781802202694.00013

Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible

Kristina Auxtova^*, Daniel Wade Clarke, Stephanie Schreven

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

Abstract

Business education is changing to consider how to achieve a sustainable future and develop responsible future leaders. This chapter explores theoretical pedagogical building blocks and practical steps for introducing a classroom drawing activity that seeks to inspire and encourage business, and specifically marketing students, to aspire to become more responsible marketers as key to encouraging transformative learning and developing transformative capabilities. Our use of the drawing method invites students to (re-)visualize their role as marketers considering current and future crises, challenging the notion of ‘business as usual’, and connects theory to practice affording students a sense of transformative agency. The activity focuses on ‘action’ in relation to doing marketing responsibly and thus emphasizes the notion of a practitioner who has the capabilities to contribute to our sustainable future.

Original language	English
Title of host publication	Business Education in the 21st Century
Subtitle of host publication	Developing Discipline Competences and Transformation Capabilities
Editors	Adam Lindgreen, Eleri Rosier, Antonia Erz, Ben Marder, Sylvia von Wallpach
Place of Publication	Cheltenham
Publisher	Edward Elgar Publishing
Chapter	7
Pages	104-130
ISBN (Electronic)	9781802202694
ISBN (Print)	9781802202687
DOIs	https://doi.org/10.4337/9781802202694.00013
Publication status	Published - 4 Jun 2024

Keywords / Materials (for Non-textual outputs)

drawing method
transformative learning
classroom intervention
contemplative activity
responsible marketing
heartbreak
transformative agency

Access to Document

10.4337/9781802202694.00013

AuxtovaEtal2024TransformingForAction
This is a draft chapter. The final version is available in Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities edited by Adam Lindgreen, Eleri Rosier, Antonia Erz, Ben Marder and Sylvia von Wallpach, published in 2024, Edward Elgar Publishing Ltd https://doi.org/10.4337/9781802202694.00013 It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Accepted author manuscript, 1.24 MBLicence: Creative Commons: Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND)

1 Book
1 Chapter
1 Chapter (peer-reviewed)
1 Paper

Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities
Rosier, E. (Editor), Lindgreen, A. (Editor), Erz, A. (Editor), Marder, B. (Editor) & von Wallpach, S. (Editor), 4 Jun 2024, Edward Elgar Publishing. 432 p.
Research output: Book/Report › Book
Business school pedagogy: Curating a critical thinking learning environment
Ivory, S. B. & Jandric, J., 4 Jun 2024, Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities by Designing for Knowledge, Values, and Action. Rosier, E., Lindgreen, A., Erz, A., Marder, B. & von Wallpach, S. (eds.). Edward Elgar Publishing
Research output: Chapter in Book/Report/Conference proceeding › Chapter
Business schools and inequality
Trapp, T., 4 Jun 2024, Business Education in the 21st Century. Rosier, E. (ed.). Edward Elgar Publishing, p. 147-168
Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

Cite this

Auxtova, K., Clarke, D. W., & Schreven, S. (2024). Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible. In A. Lindgreen, E. Rosier, A. Erz, B. Marder, & S. von Wallpach (Eds.), Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities (pp. 104-130). Edward Elgar Publishing. https://doi.org/10.4337/9781802202694.00013

Auxtova, Kristina ; Clarke, Daniel Wade ; Schreven, Stephanie. / Transforming for action : Drawing marketers as a technique to inspire students to aspire to become more responsible. Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities. editor / Adam Lindgreen ; Eleri Rosier ; Antonia Erz ; Ben Marder ; Sylvia von Wallpach. Cheltenham : Edward Elgar Publishing, 2024. pp. 104-130

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abstract = "Business education is changing to consider how to achieve a sustainable future and develop responsible future leaders. This chapter explores theoretical pedagogical building blocks and practical steps for introducing a classroom drawing activity that seeks to inspire and encourage business, and specifically marketing students, to aspire to become more responsible marketers as key to encouraging transformative learning and developing transformative capabilities. Our use of the drawing method invites students to (re-)visualize their role as marketers considering current and future crises, challenging the notion of {\textquoteleft}business as usual{\textquoteright}, and connects theory to practice affording students a sense of transformative agency. The activity focuses on {\textquoteleft}action{\textquoteright} in relation to doing marketing responsibly and thus emphasizes the notion of a practitioner who has the capabilities to contribute to our sustainable future. ",

keywords = "drawing method, transformative learning, classroom intervention, contemplative activity, responsible marketing, heartbreak, transformative agency",

author = "Kristina Auxtova and Clarke, {Daniel Wade} and Stephanie Schreven",

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pages = "104--130",

editor = "Adam Lindgreen and Eleri Rosier and Antonia Erz and Ben Marder and {von Wallpach}, Sylvia",

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publisher = "Edward Elgar Publishing",

address = "United Kingdom",

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Auxtova, K, Clarke, DW & Schreven, S 2024, Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible. in A Lindgreen, E Rosier, A Erz, B Marder & S von Wallpach (eds), Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities. Edward Elgar Publishing, Cheltenham, pp. 104-130. https://doi.org/10.4337/9781802202694.00013

Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible. / Auxtova, Kristina; Clarke, Daniel Wade ; Schreven, Stephanie.
Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities. ed. / Adam Lindgreen; Eleri Rosier; Antonia Erz; Ben Marder; Sylvia von Wallpach. Cheltenham: Edward Elgar Publishing, 2024. p. 104-130.

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

TY - CHAP

T1 - Transforming for action

T2 - Drawing marketers as a technique to inspire students to aspire to become more responsible

AU - Auxtova, Kristina

AU - Clarke, Daniel Wade

AU - Schreven, Stephanie

PY - 2024/6/4

Y1 - 2024/6/4

N2 - Business education is changing to consider how to achieve a sustainable future and develop responsible future leaders. This chapter explores theoretical pedagogical building blocks and practical steps for introducing a classroom drawing activity that seeks to inspire and encourage business, and specifically marketing students, to aspire to become more responsible marketers as key to encouraging transformative learning and developing transformative capabilities. Our use of the drawing method invites students to (re-)visualize their role as marketers considering current and future crises, challenging the notion of ‘business as usual’, and connects theory to practice affording students a sense of transformative agency. The activity focuses on ‘action’ in relation to doing marketing responsibly and thus emphasizes the notion of a practitioner who has the capabilities to contribute to our sustainable future.

AB - Business education is changing to consider how to achieve a sustainable future and develop responsible future leaders. This chapter explores theoretical pedagogical building blocks and practical steps for introducing a classroom drawing activity that seeks to inspire and encourage business, and specifically marketing students, to aspire to become more responsible marketers as key to encouraging transformative learning and developing transformative capabilities. Our use of the drawing method invites students to (re-)visualize their role as marketers considering current and future crises, challenging the notion of ‘business as usual’, and connects theory to practice affording students a sense of transformative agency. The activity focuses on ‘action’ in relation to doing marketing responsibly and thus emphasizes the notion of a practitioner who has the capabilities to contribute to our sustainable future.

KW - drawing method

KW - transformative learning

KW - classroom intervention

KW - contemplative activity

KW - responsible marketing

KW - heartbreak

KW - transformative agency

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DO - 10.4337/9781802202694.00013

M3 - Chapter (peer-reviewed)

SN - 9781802202687

SP - 104

EP - 130

BT - Business Education in the 21st Century

A2 - Lindgreen, Adam

A2 - Rosier, Eleri

A2 - Erz, Antonia

A2 - Marder, Ben

A2 - von Wallpach, Sylvia

PB - Edward Elgar Publishing

CY - Cheltenham

ER -

Auxtova K, Clarke DW, Schreven S. Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible. In Lindgreen A, Rosier E, Erz A, Marder B, von Wallpach S, editors, Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities. Cheltenham: Edward Elgar Publishing. 2024. p. 104-130 doi: 10.4337/9781802202694.00013

Transforming for action: Drawing marketers as a technique to inspire students to aspire to become more responsible

Abstract

Keywords / Materials (for Non-textual outputs)

Access to Document

Fingerprint

Research output

Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities

Business school pedagogy: Curating a critical thinking learning environment

Business schools and inequality

Cite this